Abstract

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Malaysian batik has permutated from a traditionalist position as a communal craft to becoming a brand identity feature of the nation. This paper provides in-depth understanding of the factors which have enabled the traditional batik craft sector to experience a popularity revival, despite perceived threats from mass-produced products. A review traces the evolution of batik through its roots, traditional elements and processes, followed by a discussion of the importance of this art form through examining the uses of Malaysian batik within the context of contemporary lifestyles. Batik's aesthetic, cultural and socioeconomic values will be examined to understand how they play a role in successfully revolutionising the local batik industry. Indubitably, the re-emergence of batik as an aesthetic and commercial art form has resulted from the market conditions of supply and demand. Through a questionnaire survey of local respondents and an interview, this research uncovered the perceptions and potential of batik art and design in contemporary lifestyles. Research findings demonstrated that public perceptions of its aesthetic value and versatile functionality were positive, and that inclusion of batik design into education as well media communication channels would improve its brand positioning. Interest could be stimulated through promotion on various media platforms. Cultural preservation was critical from the industry's perspective, and qualitative analysis found that current mass production of batik wear and modern furnishings to accommodate the needs of contemporary fashion must be balanced with continued, cohesive efforts to create brand awareness of the craft, to enhance brand loyalty towards Malaysian batik.